Yes, Couch!

Agency: Mojo Supermarket | Creative X
Client: Facebook

On January 4th, Calvin Klein unveiled its Spring 2024 Campaign featuring Jeremy Allen White from "The Bear." Jeremy’s recent A-list status made him a new sex symbol, so Calvin Klein's ad with him lounging on a red corduroy couch on a NYC rooftop quickly captured attention. However, the internet buzzed not just about Jeremy’s abs but also about the couch itself.

Facebook promptly identified and listed the couch on Marketplace, promoting it across social media and PR. The result? A viral sensation. Thousands of inquiries and shares propelled the couch from Facebook Marketplace to TikTok, the New York Times, TMZ, Hypebeast, the Drew Barrymore Show, and beyond. This free activation led to 2.7 billion earned media impressions, with 90% positive sentiment, and boosted the app’s daily active users by 5.3%, adding 150 million users.